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The Packers brand

Posted on by Emilie Buckman

I mentioned before I grew up in Green Bay, Wis., but for this post it bears repeating.  As a born and raised resident of Titletown my perception of what it means to be from an NFL city is skewed.  I grew up assuming every other city with a NFL franchise produced fans with the same furious loyalty as the Packers.  They don’t.  I say this not to take away from the dedication of other teams’ fans but it is just not the same.

Look at last week’s stock sale to help pay for expansions to Lambeau Field.  In 48 hours, almost three-fourths of the shares were sold and they have until February to sell the remaining! Now it’s important to note owning stock in the Packers doesn’t have the same perks as having stock in other companies.  While ownership in the Packers does give shareholders voting rights, it doesn’t increase in value, no dividends paid annually, and no ticket privileges! Basically, buying stock in the Packers is equal to giving them money and expecting nothing, except the feeling of ownership, in return.  (Specifically, they are giving them $250 a share with nothing in return!)

Could any other team expect the same turnout?  In my opinion, no.  It is a testament to the brand the Packers have built.  It’s the only team in the NFL that is community owned, which allows fans to be invested, not only financially but personally.  Again, I am not trying to take away from loyalty of other teams’ fans.  I am merely pointing out the uniqueness of the Packers brand and how it resonates with fans.

Consider the issue the Minnesota Vikings are facing.  Without a new stadium, the owners are threatening to move the franchise to LA.  This would never happen in Green Bay, partially because the Packers can’t leave and partially because the fans would never allow it.  Green Bay needs the Packers, that’s obvious, but the Packers need Green Bay just as much.  Belonging to a small community gives the Packers a special standing in their community other teams in larger markets can’t duplicate.

Red vs. white

Posted on by Brian Lee

Certain things you don’t mess with and you usually have to find out what those things are the hard way.  Is seems like Coca-Cola is one of things, in more than one way.

Everyone knows the cautionary tale of New Coke and the loyalty of Coke purists!  But I don’t think Coke was aware that it ran as deep as their can. Each holiday season they release a limited addition can featuring their memorable polar bears.  This year, in an attempt to raise awareness for World Wildlife Fund and the Arctic Home project, Coke decided change the icon red can to white for this year’s campaign.

People weren’t particularly pleased with the new design.  After an out pouring of comments, tweets and posts from customers, Coke has decided to switch back to the classic red.  Funds will continue to support the WWF and polar bear preservation efforts but not in the divisive white packaging!

Now from a purely design stand point, I am disappointed. A unique departure from the usually traditional looking holiday fare, the white cans were slick and modern looking.  But as for branding, it’s a huge gaffe.  Many of the complaints consumers voiced revolved around the notable likeness to Diet Coke’s usual silver can.  It was confusing. Many shoppers picked up the white classic Coca-Cola assuming it was the diet option.  And as much as soda companies insist on telling you that the diet taste just like the original, consumers know better and sometimes prefer the taste of diet. (I drink diet soda because I don’t like the sugary taste of regular soda, not because it’s the “healthier option”)

I hope, Coke finally understands people like them just the way that are!  That and people really don’t like change!

Those lying coaches

Posted on by Brian Lee

I really thought Urban Meyer, who today was announced as the new head coach of the Ohio State football team, was a classy guy. No more. Not since he lied about being offered the job.

On Wednesday, Nov. 24, the AP wrote a story that Urban denied being offered a job: “I have not been offered any job nor is there a deal in place.”

However, in the stories that followed his press conference on Monday, Nov. 28, it was reported the Ohio State AD Gene Smith talked with Meyer over the phone on Nov. 20 and in-person on Nov. 23 about the position.

I’ve worked in sports PR for many years, so I know no secret is safe–there’s ALWAYS a leak somewhere. I also know that unfortunately, winning will be the cure for a morally weak coach. Look at Alabama’s Nick Saban, for example. He blatantly lied about being offered the job with the Crimson Tide a few years back, and all was forgiven after his team won the national championship.

But can we ever trust the likes of Saban and Meyer again? It doesn’t matter to athletic departments or fans, apparently. I would have recommended to Meyer to answer the media’s inquiries with a statement such as “So far, the media have only used unnamed sources as the basis for their stories. Thus, I will not comment on any speculation.” That’s much better than lying.

Then again, Ohio State fired its previous coach, Jim Tressel for lying. I guess the school didn’t learn its lesson.